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The death of the click (с) Osnat Zaretsky
1.
Digital Advertising Effectiveness The
death of the click Prepared for Osnat Zaretsky, Senior BD manager - comScore Europe
2.
comScore is a
Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1600+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 30+ locations in 21 countries © comScore, Inc. Proprietary. 2 V0910
3.
comScore Digital Business
Analytics Audience Measurement Unified Digital Measurement™ Digital Analytix™ User Analytics Vertical Market Solutions Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Mobile Analytics Network Analytics & Optimization Customer Experience & Retention © comScore, Inc. Proprietary. 3 V091410
4.
Our EU clients
(partial list) Publishers Agencies © comScore, Inc. Proprietary. 4
5.
© comScore, Inc.
Proprietary. 5
6.
Where are the
online advertising $$$ coming from? The internet is disproportionately used for direct response advertising Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA © comScore, Inc. Proprietary. 6
7.
The last surviving
clicks 0.25% Banner Ad Click Rate is Small and Shrinking 0.20% 0.15% Click-Through Rate 0.10% 0.20% 0.18% 0.16% 0.14% 0.14% 0.13% 0.12% 0.12% 0.05% 0.10% 0.08% 0.00% China France Germany India Italy Netherlands Spain Turkey United United Kingdom States -0.05% Country Source: DoubleClick Overall Performance Norms, 2008 © comScore, Inc. Proprietary. 7
8.
Display advertising’s early
mistake © comScore, Inc. Proprietary. 8
9.
Clickers becoming extinct
in USA? Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks July 2007 March 2009 4% 6% 4% 10% 18% 8% 22% 16% 50% 31% 26% 67% 84% 68% 30% 51% 52% 18% 20% 15% % Internet Pop % of Clickers % of Clicks % Internet Pop % of Clickers % of Clicks Heavy Moderate Light Non Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods © comScore, Inc. Proprietary. 9
10.
And the Russian
clickers? 2% 3% 5% 20% 58% 33% 90% 26% 47% 16% % Internet Population % Clickers % Clicks Non clickers Light Moderate Heavy Only 10% of the Russian online population click on Display ads! © comScore, Inc. Proprietary. 10 Source: comScore Marketing Solutions, Russia, August 2010
11.
Heavy Clickers: Not
Representative Internet Usage Skew © comScore, Inc. Proprietary. 11 Source: comScore Marketing Solutions, Germany, August 2010
12.
But Digital Advertising
Has Been Proven to Work! Branding Impact Significant 1.60% 1.40% Average Lift from Exposure to Online Advertising 1.20% 1.00% 0.80% 0.60% 0.40% Computers & Technology Consumer Goods 0.20% All Marketers 0.00% Awareness Purchase Intent Recommend Favorability © comScore, Inc. Proprietary. 12 Source: comScore Brand Survey Lift Norms, US Market January 2011
13.
Can it Increase
Consumer Engagement: Yes! © comScore, Inc. Proprietary. 13 Source: comScore “Whither the click in Europe?” – February 2010
14.
Does it Drive
Sales: Yes Source: “Whither the Click?” 139 comScore studies in the © comScore, Inc. Proprietary. 14 June 2009 Journal of Advertising Research
15.
Sales Impact Comparable
to TV BehaviorScan tests conducted over one year period comScore studies over three months* © comScore, Inc. Proprietary. 15 *Assumes 40% HH Internet reach against target.
16.
The Way Forward:
More Relevant Metrics © comScore, Inc. Proprietary. 16
17.
Can it work
in Russia? Russian online audience devotes time to brand sites! Time Per Visit (Session) 7 6 5 4 3 2 1 0 Beauty, Fashion & Style Fragrances & Cosmetics Jewelery & Luxury goods Time Per Visit (Session) © comScore, Inc. Proprietary. 17
18.
The future of
advertising revealing itself Rich media and takeovers - on premium publisher sites reduce clutter and increase creative quality – better for brand advertising. Apple on New York Times Takeover AT&T on last.fm Takeover © comScore, Inc. Proprietary. 18
19.
Visitor Non-Buyer Analysis
Transaction Share of Lost Sales Among Analysis of Airline Non-Buyers (VNBs) VNBs 7.6% Bought at easyJet 4.1Million 13% Unique Had No Visitors Other Relevant Activity 92% Became Visitor 88% Non- 87% Did Not Buyers That Visit Convert (VNBs) Another Relevant Site 12% Bought Elsewhere ILLUSTRATIVE DATA ONLY © comScore, Inc. Proprietary. 19
20.
Ad Effectiveness Solutions
Post Buy Analysis Attitudinal Effectiveness Behavioural Effectiveness Reporting on actual Understanding consumer Measuring consumer campaign delivery attitudes after exposure behaviour after exposure to online ads to online ads 50% Visitor Penetration 45% (% Visiting Site) 40% 37.1% 201% 35% 30% 25% 24.6% 20% 18.6% 15% 15.0% 10% 12.3% Control Test 5% 0% Pre-Campaign Campaign Post- Period Period Campaign Period © comScore, Inc. Proprietary. 20
21.
Thank You.
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™ Osnat Zaretsky ozaretsky@comscore.com +44 7503146040
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